FAKTOR-FAKTOR YANG MEMPENGARUHI EKUITAS MEREK PROGRAM BERITA SEPUTAR INDONESIA

The competition in the television news programs put Seputar Indonesia’s market share below Liputan 6.The influence of rating and share system is began to change the character of hardnews programs into sensational news whichlessen the quality of the news. The decrease of qualitywill reduce the audience, social influence and the business itself. Therefore, branding management and credibilitymanagement are of the most appropriate strategy to reinforce brand equity and win the competition.This study aimed to analyze factors that influence on brand equity. This study used purposive sampling and involved 158 respondents. Data processing in this study used SEM analysis of variance- based called partial least squares (PLS).The test results of partial least squares (PLS) with reference to the value of the t – statistic, concluded thatSeputar Indonesia’s brand equity was influenced by media credibility,perceived quality, loyalty, association and brand awareness. Loyalty contributed the greatest effect (40%) and followed by media credibility (38%). R-square value shows that the variation of brand equity can be explained (76%) by media credibility, perceived quality, loyalty, brand awareness and association.